ClimaQuote

ClimaQuote

ClimaQuote

ClimaQuote

Ad traffic landing page for contractors searching “hvac estimating software”

Ad traffic landing page for contractors searching “hvac estimating software”

Ad traffic landing page for contractors searching “hvac estimating software”

Ad traffic landing page for contractors searching “hvac estimating software”

A Google Ads landing page for an app that lets residential HVAC contractors build a replacement quote, present Good, Better and Best options with financing, and get it signed on site. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a residential HVAC replacement company into a 14-day free trial (no card).

A Google Ads landing page for an app that lets residential HVAC contractors build a replacement quote, present Good, Better and Best options with financing, and get it signed on site. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a residential HVAC replacement company into a 14-day free trial (no card).

A Google Ads landing page for an app that lets residential HVAC contractors build a replacement quote, present Good, Better and Best options with financing, and get it signed on site. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a residential HVAC replacement company into a 14-day free trial (no card).

A Google Ads landing page for an app that lets residential HVAC contractors build a replacement quote, present Good, Better and Best options with financing, and get it signed on site. Built from a single brief in 48 hours, for one job: turning a paid click from the owner of a residential HVAC replacement company into a 14-day free trial (no card).

This is a concept project. ClimaQuote is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

This is a concept project. ClimaQuote is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

This is a concept project. ClimaQuote is a fictional brand I built to show how I’d design for a real field service software category. No traffic has run through it yet, so you won’t see invented results here. You’ll see the decisions, and how I’d measure them.

CATEGORY

HVAC estimating & proposals

CATEGORY

HVAC estimating & proposals

GOAL

14-day free trial (no card)

GOAL

14-day free trial (no card)

TURNAROUND

48 hours

TURNAROUND

48 hours

BUILT IN

Framer

BUILT IN

Framer

In 30 seconds

The buyer

The owner of a residential HVAC replacement company, searching “hvac estimating software”.

The key decision

Replace one price with three: Good, Better and Best, with the monthly payment under each.

What I’d measure

Visitor → free trial in the first 30 days, held to the 11.8% top-quartile benchmark for no-card trials.

ClimaQuote landing page, full desktop screenshot

THE SEARCH

It starts with one search.

It starts with one search.

It starts with one search.

It starts with one search.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

You paid real money for that click. What they see next decides whether it was worth it.

The owner of a residential HVAC replacement company types “hvac estimating software”. They’re not browsing. Usually it’s 9 p.m. at the kitchen table, typing model numbers into a spreadsheet after a day of in-home visits, while yesterday’s quote sits unanswered. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a residential HVAC replacement company types “hvac estimating software”. They’re not browsing. Usually it’s 9 p.m. at the kitchen table, typing model numbers into a spreadsheet after a day of in-home visits, while yesterday’s quote sits unanswered. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a residential HVAC replacement company types “hvac estimating software”. They’re not browsing. Usually it’s 9 p.m. at the kitchen table, typing model numbers into a spreadsheet after a day of in-home visits, while yesterday’s quote sits unanswered. They’ve got three ads in front of them and maybe eight seconds of patience for each.

The owner of a residential HVAC replacement company types “hvac estimating software”. They’re not browsing. Usually it’s 9 p.m. at the kitchen table, typing model numbers into a spreadsheet after a day of in-home visits, while yesterday’s quote sits unanswered. They’ve got three ads in front of them and maybe eight seconds of patience for each.

What they want to know in the first screen:

01

How fast can I build a quote?

How fast can I build a quote?

02

Can I show Good, Better and Best?

Can I show Good, Better and Best?

03

Will it use my equipment and my prices?

Will it use my equipment and my prices?

THE PAGE

The finished page

The finished page

The finished page

The finished page

Desktop and mobile, top to bottom. Most owners of residential HVAC replacement companies will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of residential HVAC replacement companies will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of residential HVAC replacement companies will see the mobile version first, so it was designed first.

Desktop and mobile, top to bottom. Most owners of residential HVAC replacement companies will see the mobile version first, so it was designed first.

climaquote.app/hvac-estimating-software

ClimaQuote landing page, full desktop screenshot

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ClimaQuote landing page, full desktop screenshot

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ClimaQuote landing page, full desktop screenshot

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ClimaQuote landing page, full mobile screenshot

View the live page →

Pin 1 · Decision 1

Lead with the time and the win

Pin 2 · Decision 2

Replace one price with three

Pin 3 · Decision 3

Put the monthly payment under the total

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

Ratings and quotes on this concept are placeholders written to show where your real proof would go. On a client page, they’re your customers’ words, or they’re not there.

THE PROBLEM

Where most pages in this category lose them

Where most pages in this category lose them

Where most pages in this category lose them

Where most pages in this category lose them

Most HVAC estimating & proposal sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC estimating & proposal sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC estimating & proposal sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

Most HVAC estimating & proposal sites are built to explain the product to everyone. Paid traffic needs something narrower: a page that answers one search for one kind of buyer.

The usual leaks:

01

The ad says “hvac estimating software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

The ad says “hvac estimating software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

The ad says “hvac estimating software” and the page opens with a broad platform pitch. The contractor wonders if they clicked the wrong thing.

02

The page lists estimating features instead of the outcome: a signed job before you leave the driveway.

The page lists estimating features instead of the outcome: a signed job before you leave the driveway.

The page lists estimating features instead of the outcome: a signed job before you leave the driveway.

05

The objection that actually stops them, “It won’t know my equipment, my labor rates or my margins”, is answered on page four of the docs, if at all.

The objection that actually stops them, “It won’t know my equipment, my labor rates or my margins”, is answered on page four of the docs, if at all.

The objection that actually stops them, “It won’t know my equipment, my labor rates or my margins”, is answered on page four of the docs, if at all.

The objection that actually stops them, “It won’t know my equipment, my labor rates or my margins”, is answered on page four of the docs, if at all.

03

The nav offers twelve ways out and one way forward.

The nav offers twelve ways out and one way forward.

The nav offers twelve ways out and one way forward.

04

Proof is a logo wall of companies the contractor has never heard of.

Proof is a logo wall of companies the contractor has never heard of.

Proof is a logo wall of companies the contractor has never heard of.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

None of this is a traffic problem. It’s the page.

THE BRIEF

One brief. No calls.

One brief. No calls.

One brief. No calls.

One brief. No calls.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Everything I needed fit on one page: who the buyer is, what they searched, what action counts as a win, and what makes them hesitate. That’s the whole input. No discovery calls, no weekly syncs pulled from your roadmap.

Product

An app for residential HVAC contractors to build replacement quotes, present Good-Better-Best options with financing, and get them signed on site

Buyer

Owner of a residential HVAC replacement company

Search term

“hvac estimating software”

Conversion

14-day free trial (no card)

Biggest objection

“It won’t know my equipment, my labor rates or my margins”

THE DECISIONS

Five decisions, and why each one

Five decisions, and why each one

Five decisions, and why each one

Five decisions, and why each one

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Every section on the page is there to answer something the contractor is already thinking. Here’s the reasoning, so you can judge it, not just look at it.

Decision 1

Lead with the time and the win

Lead with the time and the win

What the contractor is thinking

“Quoting eats my evenings, and I still lose the job.”

WHAT I DID

“HVAC Estimates in 3 Minutes. Win More Jobs.”

WHY IT SHOULD WORK

One line for the hours they lose, one for the jobs they lose.

Decision 2

Replace one price with three

Replace one price with three

What the contractor is thinking

“They’ll just shop my number.”

WHAT I DID

Good, Better and Best side by side, with SEER2, noise level and monthly cost on each

WHY IT SHOULD WORK

The homeowner compares your options, not your price against someone else’s.

Decision 3

Put the monthly payment under the total

Put the monthly payment under the total

What the contractor is thinking

“$13,500 will scare them off.”

WHAT I DID

A monthly payment shown right beside the replacement price

WHY IT SHOULD WORK

A monthly number they can say yes to, in place of a lump sum they’ll sleep on.

Decision 4

Prove it fits their pricing

Prove it fits their pricing

What the contractor is thinking

“It won’t know my equipment or my margins.”

WHAT I DID

Preloaded Carrier, Trane, Lennox, Rheem, Goodman and Daikin catalogs, labor preset by tonnage, a company-wide margin floor

WHY IT SHOULD WORK

They see their own brands and their own numbers, not a generic template.

Decision 5

Make the workflow feel short

Make the workflow feel short

What the contractor is thinking

“My comfort advisors won’t learn new software.”

WHAT I DID

Three steps with a time on each: build in 90 seconds, present on a tablet, sign by text

WHY IT SHOULD WORK

A time on every step makes the change feel small.

WHAT TO MEASURE

How I’d know it’s working

How I’d know it’s working

How I’d know it’s working

How I’d know it’s working

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

No traffic has run through this page, so there are no results to show. Here’s what I’d measure in the first 30 days of a real launch, and the bar I’d hold it to.

Metric

Benchmark

Target to test

Visitor → free trial (no card)

Visitor → free trial (no card)

No-card trial pages: 7.2% median, 11.8% top quartile

No-card trial pages: 7.2% median, 11.8% top quartile

Top quartile

Top quartile

Mobile load (LCP)

Mobile load (LCP)

Under 2.5s (Core Web Vitals)

Under 2.5s (Core Web Vitals)

Under 1.5s

Under 1.5s

Hero scroll-past rate

Hero scroll-past rate

Set from week-one data

Set from week-one data

Lower than your current page

Lower than your current page

Trial form completion

Trial form completion

Set from week-one data

Set from week-one data

Higher than your current form

Higher than your current form

Then the first A/B test

Good-Better-Best tiers vs. estimator dashboard in the hero.

One variable, at least 1,000 sessions per variant, run until it’s called.

Benchmarks: trial rates from SaaS Hero; load target from Google’s Core Web Vitals.

WHAT THIS MEANS FOR YOU

If you sell HVAC estimating & proposal software

If you sell HVAC estimating & proposal software

If you sell HVAC estimating & proposal software

If you sell HVAC estimating & proposal software

You already know your product is better for the owner of a residential HVAC replacement company than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a residential HVAC replacement company than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a residential HVAC replacement company than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

You already know your product is better for the owner of a residential HVAC replacement company than the platform built for everyone. The question is whether your page shows it in the eight seconds after the click.

If you’re running ads on “hvac estimating software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac estimating software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac estimating software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

If you’re running ads on “hvac estimating software” or anything near it, the decisions above apply to your page almost as-is. The objections are the same, because the buyer is the same.

Who built this · Kibriya Sabbir

5+

5+

years designing landing pages

350+

350+

projects delivered

6+

6+

marketing agencies worked with

Want this for your product?

Want this for your product?

Want this for your product?

Want this for your product?

Send me the brief: your product, your buyer, the search term you’re paying for. You’ll get a finished landing page in 48 hours. No calls, no meetings.

Send me the brief: your product, your buyer, the search term you’re paying for. You’ll get a finished landing page in 48 hours. No calls, no meetings.

Send your brief

See the live ClimaQuote page →

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